Monster Energy Drink will title sponsor a new PBR event in Huntington Beach, Calif., this fall under a one-year deal. The Monster Energy Bulls on the Beach is scheduled for Saturday, Oct. 18, and will invite 15 riders and 15 bulls to compete for a chance at earning additional points in the PBR world standings. The event, to be held at a temporary arena on the beach, will air the following day on CBS after NFL coverage. The PBR World Finals take place Oct. 22-26 at Las Vegas' Thomas & Mack Center.

PBR Chair & CEO Jim Haworth said in a statement, “The PBR prides itself on finding cutting edge ways to expand the sport and bring it to new venues and audiences.” Monster also title sponsors PBR’s “Buck Off At The Garden” season-opening event at MSG.